Agthia Group, one of the UAE’s leading food and beverage groups, has announced the launch of Agrivita, the new brand name for its animal feed division.

Agrivita, formerly known as Grand Mills Animal Feed, is part of Agthia's agri-business division, which recorded a 13 per cent increase in revenues during 2013.

The Agri Business division contributes about 63 per cent of the group’s revenue, said the company in its statement.

Agrivita is embarking on an aggressive strategy to further consolidate its leading role in thelocal and regional animal feed market and to co-ordinate its production and supply with the region’s agriculture sector, said a top official at the launch which was attended by a host of industry leaders and Agthia partner companies.

Speaking at the event held at the Emirates Palace hotel in Abu Dhabi, Agthia board member Suhail Mubarak Bin Athaeeth Al Ameri said this name reflects Agthia’s renewed focus on animal feed and exemplifies a fast-growth and focused company.

"However, there is a much broader message beyond the re-brand - a message that signifies the success achieved by Agthia, the Senaat portfolio company that has taken Abu Dhabi’s food and beverage manufacturing capabilities to a global scale," he stated.

Agrivita joins an impressive portfolio of popular and high-profile brands from the Agthia Group, including Al Ain mineral water, Yoplait fresh dairy products, Capri-Sun juices and Monster beverages.

Agrivita works proactively with farmers to create the required products, raise awareness and provide expert guidance. The brand includes more than 50 types of animal feed, and offers innovative solutions for farmers, remarked Al Ameri.

Ilias Assimakopoulos, the CEO of Agitha Group said: “We’re obviously proud of our Grand Mills name, and the reputation we’ve grown.”

“We could continue doing what we’ve always done so successfully. Yet, despite all that, we didn’t think we would best serve our customers by sitting back and settling for what we’ve already achieved.We are evolving from a general brand umbrella, to a sharper proposition which provides specialized focus on the industry issues and demands," he observed.

Manolis Trigkonis, the general manager of Agthia’s agri business division, said: "Taking our place as equals alongside Grand Mills, our animal feed brand is re-invented and revitalised as Agrivita. We are of course still proudly part of the wider Agthia family and fully share their values to enable wholehearted living."

Agthia Group, a leading Abu Dhabi-based food and beverage company established in 2004, is listed on the Abu Dhabi Securities Exchange (ADX) and has the symbol “Agthia”.

Its majority shareholder, Senaat (General Holding Corporation), an Abu Dhabi Government-owned company, owns a 51 per cent stake of Agthia, with the balance held by individual and institutional investors.-TradeArabia News Service